Juhayna’s Commercial TV ad goes wrong with the word “Dondoo”



With the start of Ramadan, most month awaited by not only Muslim Arabs but also by commercial firms which seek to boost their reach and sales volume in this month. Firms compete fiercely in Egypt through Ramadan with their ads every year but this Ramadan seems to be slightly different in the content of the ads, made the society turn down the message of these contents.
Juhayna, a famous company in Egypt that we previously spook about including their marketing strategies and famous campaigns they made. However, juhayna introduced a commercial ad with the start of Ramadan, included the content of having 3 babies with the age of nearly one year talking together in a funny way discussing the difficulty of quitting breast feeding with the word “Dondoo” referring to the breasts.
Juhayna planned to gain huge attention with this ad and they did succeed but things doesn’t always go as planned or you could say fully planned. The word “dondoo” created a huge buzz through social media, with mostly men enjoying this word and the rest of society criticizing the word and the company.
Society said that this word encourages a new obscene language for sexually harassment females and already sexually harassment is 99.3% high, which the society could not withstand to go much higher.

Juhayna’s intention was not to create this kind of buzz and that is crystal clear looking back at their marketing strategies in Egypt. However, Juhayna underestimated the word “Dondoo” and the reactions that could occur against the word. How juhayna is going to deal with the current issues, a question to be asked by every marketer awaiting for the answer. 

12 marketing tips that every marketer must be aware of.


Marketing is an individualized and highly creative process. Despite the availability of high-powered computers and sophisticated software capable of analyzing massive amounts of data, marketing is still more of an art rather than a science. 
This requirement of marketing to play slightly different roles, depending upon some set of situation criteria, has in turn provided the division of marketing into a number of different categories. 

 However, each business must customize its marketing efforts in response to its environment and the exchange process. Consequently, no two marketing strategies are exactly the same.
Therefore, here are 12 tips that would help increase your situation analysis and marketing effectiveness:

 1. Most purchasing decisions are made in the unconscious.

 2. Repetition is the secret to accessing the unconscious mind of people. The most important rule in marketing is repetition. Too many marketing programs give up too soon. On average, you have to have seven to nine repeats before you will see results in your marketing program.

 3. Your marketing can be twice as effective if you aim it at both right-brained (emotional, aesthetic) and left-brained (logical, sequential) people. The North American population is about evenly divided, so if you use only one approach, half your advertising budget will be wasted.

 4. The more data you have, and the more you know about your customers, the better your marketing will be. This data is available from many published sources, or you can collect your own by asking your customers lots of questions.

 5. Children are influencing family purchases more today than ever. These are the results of more mothers working and children's greater access to media.

 6. You can't rely on consumers to provide accurate information on their buying behavior. They don't always do what they say they will! Therefore, be careful in interpreting consumer surveys.

 7. There are two bonds to make a sale - the human bond and the business bond. People would much rather do business with a friend than with anyone else. So become their friend.

 8. People are human beings and like to be treated as such. Don't treat people as prospects; don't treat them as demographic groups.

 9. People have a basic need to belong. Let them belong to your club. Recognize the 20% of your customers that give you 80% of your business.

 10. Getting a person to say yes to a sale works best if you establish momentum first with lesser questions to which it is easy to answer yes.

 11. Your customers will be buying a lot more than merely your product or service. They are buying your personality, your reputation, your service, and your status in the community.

 12. People will remember the most fascinating part of your marketing and not necessarily your product or service. That is why you need to be very careful every step of the way.

This is how NIVEA reached the top using marketing research.


Nivea skin care products are part of the German company Beiersdorf. The company’s line of skin care products is marketed in about 100 countries. The product line has been around for about nine decades, originating with a scientific breakthrough with the first skin cream that did not separate into water and oil.  That coupled with intelligent marketing led to a strong positive brand image, which accounts for much of their success. 

The company’s continual success is due to the marriage of marketing and research and development within the company. Research and development is continual and the latest findings in dermatology, products technology, and raw materials are applied to existing products. The goal of improved product performance and quality is central to the Nivea product line. They help ensure this quality through constant testing and consumer feedback obtained via marketing research.

Nivea began marketing in the 1920's when they changed their logo and began selling their product around the world.
Early on they established their brand identity as a pure and gentle product on which families could rely. They advertised with a picture of the Nivea Girl. In 1924, they broke from tradition and began advertising with the Nivea Boys. This helped them convey the message that Nivea was made for the entire family. Their brand image has transcended decades with the help of a foundation built upon advertising that stresses family relationships and values.

In the 70's, Nivea had to defend itself against true competition for the first time. They relied heavily on marketing research, which helped them formulate a two-pronged strategy. The first part was the defense of their core business through a new advertising campaign "Crème de la Crème". The second part was the introduction of new products, which helped keep the brand fresh and introduced new sources of sales.

In the 80's, when marketing research indicated brand differentiation was becoming increasingly important, Nivea began branding with sub-brands. These sub-brands included skin care, bath products, sun protection, baby care, facial care, hair care, and care for men. They used an umbrella strategy with the sub-brands, which means that they were using their core brand to encompass all of the sub-brands. The goal was to establish individual images that were distinct but consistent with the core image of Nivea and were focused on not diluting the brand name and wanted to link the new sub-brands with the traditional values of the core brand. 
The result was an explosion in sales.
Nivea was able to continue their success in the 90's as their sales grew rapidly throughout the decade. The growth was due in large part to the introduction of new products, each based on extensive marketing research. The most successful products were their anti-wrinkle cream and an entire line of cosmetics.

Nivea entered the new millennium as the number one skincare and Cosmetics Company in the world with $2.7 billion in revenues. However, they still face challenges and their greatest challenge is in U.S. market, where their brand is not as strong as it is in other parts of the world. The U.S. market poses many obstacles because it is the largest and most dynamic market in the world. Nivea hopes to overcome these obstacles through the use of extensive marketing research. This research will lead Nivea to conduct more product launches and to develop focused marketing strategies.

Nivea focuses on consistency in their marketing, which is another difficulty because it can be troublesome for them to communicate the same message across various cultures. 

However, Nivea will do whatever it takes to maintain this consistency because they believe it gives them an edge over competitors. It helps consumers relate all their products to their core brand and identity. Nivea will continue to rely on marketing research to retain and refine the consistency in their marketing across global markets.

BMW positioning the brand as to create a new category "luxury performance cars".




Bayerische Motoren Werke (BMW) is a German luxury vehicles, motorcycle, and engine manufacturing company owning and producing Mini cars and serves as the parent company of Rolls-Royce Motor Cars. BMW produces motorcycles under BMW Motor-rad, and plug-in electric cars under the BMW i sub-brand. It is one of the best-selling luxury automakers in the world. Before discussing how BMW positioned the brand in the global market, we must mention a small piece of brand information.

 Brand positioning is at the heart of marketing strategy. It is the act of designing the company’s offer and image so that it occupies a distinct and valued place in the target customer’s minds. As the name implies, positioning means finding the proper “location” in the minds of a group of consumers or market segment, so that they think about a product or service in the desired way to maximize potential benefit to the firm. 

 Deciding on a positioning requires determining the target market and the nature of competition and the optimal points-of-parity and points-of-difference brand associations. In other words, marketers need to know who the target consumer is, who the main competitors are, how the brand is similar to these competitors, and how the brand is different from them. 
In brand management, points of difference are formally defined as attributes or benefits that consumers strongly associate with a brand, positively evaluate, and believe that they could not find to the same extent with a competitive brand. On the other hand, points of parity are not necessarily unique to the brand but may in fact be shared with other brands in three types: category, competitive, and correlation.

 When BMW first made a strong competitive push into the U.S. market in the early 1980's, it positioned the brand as being the only automobile that offered both luxury and performance. At that time, U.S. luxury cars like Cadillac were seen by many as lacking performance, and U.S. performance cars like the Chevy Corvette were seen as lacking luxury. By relying on the design of its cars, its German heritage, and other aspects of a well-designed marketing program, BMW was able to simultaneously achieve a point-of-difference on performance and a point-of-parity on luxury with respect to luxury cars and a point-of-difference on luxury and a point-of-parity on performance with respect to performance cars. The clever slogan, “The Ultimate Driving Machine” effectively captured the newly created  umbrella category—luxury performance cars.

How did McDonald's corporation won the Indian market.




McDonald’s Corporation is a fast-food legend whose famous golden arches can be found in 118 different countries. The company is the undisputed leader in the quick-service restaurant segment of the hospitality industry, with more than twice the system-wide revenues of Burger King. 

 McDonald’s built its reputation by promising and delivering three things to customers: inexpensive food with consistent taste regardless of location; quick service; and a clean, familiar environment. The company was also a pioneer in the development of convenience-oriented features such as drive-through windows and indoor playgrounds for children. 

 Today, thanks to memorable advertising and intensive promotion efforts, McDonald’s is one of the world’s most valuable brands: In 2012, Interbrand ranked it as the world’s number 7 brand overall (Coca-Cola is number 1). The golden arches are said to be the second-most-recognized symbol in the world, behind the Olympic rings. In the United States alone, McDonald’s typically spends about twice as much on advertising as Burger King and Wendy’s. Today, however, the company faces competitive attacks from several directions. 

 During the 1990s, a wide range of upscale food and beverage purveyors arrived on the scene. For example, consumers began flocking to Starbucks coffee bars, where they spend freely on lattes and other coffee-based specialty drinks. The “fast-casual”  segment of the industry, which includes companies such as Panera Bread, Cosi, and Baja Fresh, is attracting customers seeking higherquality menu items in more comfortable surroundings. Meanwhile, Subway overtook McDonald’s as the restaurant chain with the most outlets in the United States. Some industry observers suggested that, in terms of both food offerings and marketing, McDonald’s was losing touch with modern American lifestyles.

 Until recently, the picture appeared brighter outside the United States. Thanks to changing lifestyles around the globe, more people are embracing the Western-style fast-food culture. McDonald’s responded to the opportunity by stepping up its rate of new unit openings. McDonald’s International is organized into three geographic regions: (1) Europe; (2) Asia/Pacific, Middle East, and Africa (APMEA); and (3) Other Countries. In 2005, the offices of the country heads for Europe and Asia were moved from the U.S. headquarters to their respective regions; now, for example, the head of APMEA manages his business from Hong Kong. Commenting on the change, Ken Koziol, vice president of worldwide restaurant innovation, explained, “McDonald’s was built on a strong foundation of a core menu that we took around the world but we need to make sure we are more locally relevant. Taste profiles and desires are changing.”

 Asia-Pacific The Indian market appears to hold huge potential for McDonald’s. The company opened its first restaurants in New Delhi and Bombay.
In Delhi, McDonald’s competes with Nirula’s, a QSR chain with several dozen outlets; in addition, there are hundreds of smaller regional chains throughout India. The U.S.-based Subway chain opened its first Indian location in 2001; Pizza Hut, KFC, and Domino’s Pizza have also entered the market. The Pizza Hut on Juhu Road in Bombay is housed in a three-story-tall building with large plate glass windows and central air conditioning. On most nights a long line of customers forms outside. 

 Indian demand for meals from the major food chains is growing at a double-digit rate; annual total sales exceed $1 billion. With those trends in mind, McDonald’s identifies strategic locations in areas with heavy pedestrian traffic, such as the shopping street in Bandra in the Bombay suburbs. Other restaurant locations include a site near a  college in Vile Parle and another opposite the Andheri train station; in all, McDonald’s India operated more than 250 locations at the end of 2012. Prices are lower than in other countries; most sandwiches cost about 40 rupees (less than $1). Drinks cost 15 rupees, and a packet of French fries is 25 rupees. 

 A complete meal costs the equivalent of about $2. Because the Hindu religion prohibits eating beef, McDonald’s developed the Chicken Maharaja Mac specifically for India. Despite protests from several Hindu nationalist groups, the first McDonald’s attracted huge crowds to its site near the Victoria railway terminal; customers included many tourists from across India and from abroad as well as locals commuting to and from work. In short order, however, Hindu activists renewed their protests, this time accusing the company of using beef tallow in its cooking. 

 Management responded by posting signs reading, “No beef or beef products sold here,” but the doubts raised by the controversy kept many potential customers away. Since that time, McDonald’s has worked steadily to prove that it is sensitive to Indian tastes and traditions. As is true throughout the world, McDonald’s emphasizes that most of the food ingredients it uses—as much as 95 percent—are produced locally. In addition, to accommodate vegetarians, each restaurant has two separate food preparation areas. The “green” kitchen is devoted to vegetarian fare such as the spicy McAloo Tikka potato burger, Pizza McPuff, and Paneer Salsa McWrap. 

 Meat items are prepared on the red side. Even the mayonnaise is made without eggs. Some of the new menu items developed for India are now being introduced in Europe and the United States.

How Nike became more recognizable outside the United States more than inside?



Nike Inc. is the number one U.S athletic footwear company and one of the most recognized American brands among foreign consumers. The high degree of recognition is one of the main reasons Nike has been so successful. At the end of 2006, the company operated 23 distribution centers in Europe, Asia, Australia, Latin America, Africa and Canada.

However, Nike’s success could be attributed to its concept based advertising campaigns. The company uses a strategy that is often called “image transfer”. Nike traditionally does not place a specific product or mention the brand name but it creates a mood or atmosphere and then the brand is associated with that mood. Nike says “We don’t set out to make ads, the ultimate goal is to make a connection.”

Nike uses much of the celebrity endorsement to create the desired atmospheres. Many popular athletes participated in Nike ads such as Michael Jordan and Jon McEnroe. They aim to infer that real athletes prefer Nike and that perhaps if the potential customers buys the brand, they will play better.

In 1998, Nike shifted to a new phase in its marketing strategy and emphasized more of its product, innovation skills than the jokey, edgy attitude that it displayed in previous years. They realized that their ads need to tell consumers more about Nike’s products innovation and not just athletes and exposure. They also wanted to prove to consumer that they are not just slapping the company trademark to make money. With the launch of the “I Can” campaign, Nike showed fewer of the celebrity athletes who previously adorned its marketing output and showed more product usage than in the previous “Just do it” campaign.

At the same time, competitors Reebok and Adidas recently featured more product-focused ads and were met with a great deal of success. Despite this rearranged strategy, Nike did not back away from innovative marketing. On September 2003, Nike acquired converse Inc. and as a response on August 2005, Adidas confirmed that it had agreed to acquire Reebok.

In 2005, the CEO of Nike stated that developing markets such as India, Brazil, China, Russia and the development of converse presented a big growth opportunity. Nike started to introduce women’s fitness wears and became the number one of the world’s leading on-field performance brands. They have been able to leverage that success by creating an entirely new category of soccer-inspired street footwear.

However, Nike future strategy is the international arena which represents the hardest challenge Nike could undertake. Reaching 2016, it seems Nike became more recognizable outside the United States more than inside as they established this goal in 2010.

One year ago, Nike introduced “the last game” campaign which achieved high success globally with over than 94 million views on YouTube and enhanced its innovation strategies in creating the desired atmosphere through their ads even if they are celebrity endorsing and associating the products to that atmosphere.
Nike and Adidas battle with both companies having huge resources, budgets, creative minds and great managements is one of the fiercest brand competitions globally that is worth following up with the updates.

So stay tuned, we will deliver the latest updates to you as soon as they happens. 

How Coca-Cola used marketing research to solve diet cherry coke declining sales issue.




Marketing research is one of the most important attributes that every marketer should master. Despite in Egypt, few only knows a little about marketing research. Marketing research are classified to either problem-identification research or problem solving research. when companies gets to define a problem or develop an approach, the marketers has some tasks involved in this process that include discussion with decision makers and industry experts to understand more about the problem origin and nature. Moreover, analyzing secondary data analysis which are other data collected for some purpose other than the problem in hand. let's get to demonstrate this knowledge.

As of 2006, Coca-Cola is still the world’s leading manufacturer, marketer and distributor of nonalcoholic beverages to over 200 countries, with over 400 beverage brands.  Sales of Diet Cherry coke had been languishing however, down from more than 8 million cases sold in the peak years. Coke system bottlers had begun to cut back distribution of Diet Cherry Coke.

Faced with this issue, Coca-Cola had to determine the cause of such a decline in sales. When industry experts were consulted, the real problem was identified: Diet Cherry Coke was not positioned correctly. These experts emphasized that brand image was a key factor influencing soft drink sales and Diet Cherry Coke was perceived as conventional and old-fashioned, an image inconsistent with that of Cherry Coke. Hence, the marketing research problem was identified as measuring the image and positioning of Diet Cherry Coke. 

The research undertaken confirmed the diagnosis of the industry experts and provided several useful insights.
Based on the research results, the product was re-positioned to align it more closely to the image of Cherry Coke. The aim was to target younger drinkers. The packaging was remade to also be more consistent with the Cherry Coke packaging. Bolder, edgy graphics were used to appeal to the youth segment. 

Finally, Diet Cherry Coke was placed with Cherry Coke in a teen-targeted promotional giveaway. Positioning Diet Cherry Coke as a youthful soft drink and targeting the teenage segment led to a turnaround and increased sales 2005. Sales have shown an upward trajectory since, thanks to the industry experts who helped identify the real problem.


The Diet Cherry Coke example points to the key role of industry experts. However, information obtained from the decision makers and the industry experts should be supplemented with the available second data. 

Mercedes-Benz C-class creative advertisement



Mercedes Benz promoting the new C-Class car model that has a new braking assistant feature with a creative ad.
What do you think about this ad? Creative?

Reasons to why Coca-Cola Egypt strategy in Ramadan 2016 is hard to anticipate?








From year to year, Egyptians wait for the most important month of the year “Ramadan”. Since Ramadan is knocking the door and few days are left in the countdown and with an increased purchasing power throughout this month. Brands compete fiercely in the market during this month especially the production companies.
However, the marketing battle that takes the Egyptian society sights away, is the battle between Coca-Cola and Pepsi during Ramadan.
Throughout the previous years, both companies designed and executed wonderful campaigns and strategies to benefit the most from this special occasion. Our concentration will be on Coca-Cola Company analyzing their strategies in previous Ramadans.

As most of us concluded, Coca-Cola’s main target segment are the youth segment. Actually during Ramadan, Coca-Cola did not follow just one marketing strategy but they designed their strategy based upon situations. Yet, it seems that Coca-Cola intentions and concentration was to increase their sales volume during Ramadan every year.

Coca-Cola introduced the campaign “Nerga3 tany wahed” in 2013, which included a song by famous youth band “Cairokee” that aimed to remind people they are all Egyptians after having many political disputes between them. The youth loved the ad, loved the song and was emotionally touched by the idea.

In 2014, Coca-Cola had plans of conquering the market and introduced “Coca-Cola ahla ma3” by putting a huge variety of Egyptian names on cans and a variety of activity names on the family bottles along with an energetic ad. Egyptian society went crazy and they really enjoyed searching for their names. The campaign made a huge success and Coca-Cola achieved high sales volume that Ramadan.

Previous Ramadan, they did not introduce any TV ads. Coca-Cola marketing research was rewarding in satisfying their youth customers whom asked not to spend money on ads but yet, spend the money on charity works and so did Coca-Cola. With Coca-Cola spending on developing poor villages, it only introduced the ad “Thanya wahda tefreq” on Facebook and YouTube. Coca-Cola did benefit as they satisfied their customers and that is the most important aspect in marketing.

Coca-Cola knows exactly how to reach the desired target segment “The Youth” and what makes Coca-Cola effective in reaching them, is the operation excellence in executing the strategies designed. Moreover, every year the company designs different strategies in Ramadan which makes it unpredictable.


How do you think Pepsi reacted to Coca-Cola’s campaigns? What is Coca-Cola up to in Ramadan 2016?

What is Pepsi Egypt preparing for Ramadan 2016? Will they be using the same strategy?


Since Ramadan is knocking the door and few days are left in the countdown to the most important month for Egyptians. In a market rich with millions of citizens, brands compete fiercely in the market during this month especially the production companies. However, there is one battle that not only marketers wait for but also the Egyptian society, the battle between Coca-Cola and Pepsi during Ramadan.

Throughout the previous years, both companies introduced astonishing campaigns during Ramadan with a variety of marketing strategies to benefit the most from this special occasion. In this article, we are going to analyze Pepsi and their strategy throughout previous Ramadan’s.


From 2013 and for 3 consecutive years, Pepsi with the help of it's partner "Chipsy" adopted the nostalgia in their marketing campaigns. Nostalgia means sentimentality for a period with happy personal association. With Pepsi introducing the first nostalgia marketing campaign involving past Egyptian TV characters “Bogy & Tamtam”, “Nelly”, “Fatota” and the biggest surprise “Fouad Al-Mohandas” a famous Egyptian actor who died in 2006. The campaign created a huge buzz in the society and was touching to almost every Egyptian especially those who were contemporary with those characters.


In 2014, Pepsi introduced “Yalla Nekamel Lametna” with nearly the same previous campaign idea but with different characters including “Abo-auf Band” and “Motzawegon” stage act stars. Once again Pepsi was successful in creating nostalgia to the people.


Continuing their strategy in 2015, introducing one of the most touching marketing ads “Khoyot men noor” starring the famous singer “Hussein Al-jassimi”, famous current celebrities and a surprise from Pepsi to remind Egyptians about the famous actor “Ahmed Zaki”.

 

With these campaigns, Pepsi added to their brand value in Egypt, capturing sights to its products and making it must to choose Pepsi when you stand alongside a soft drink refrigerator in the supermarket. Pepsi knows well that Egyptians are emotional and using nostalgia is the right choice to be more memorable in the heads of Egyptians.

 


How do you think Coca-Cola reacted to each campaign? What is Pepsi up to in Ramadan 2016?
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